Viewing Levels Lowest For Almost A Decade

People are spending an average of 3.85 hours each day watching television, less than they have for almost a decade, according to the IPA’s Trends In Television report for Q1 2007.

Although still increasing, the rate of growth of non-terrestrial channels’ share of viewing is slowing slightly, and stands at 34.6% for this first quarter. The start of the school holidays at the end of the quarter is thought to have improved these figures.

Digital penetration now stands at 73.5%, with non-terrestrial channels taking a 34.6% share of viewing, with some 71% of all individuals tuning in at some point during the week.

Demographically, channel performances retain much the same pattern as they have held for some time now. The strong bias of the non-terrestrial audience to the young age groups remains the key feature, with 55.4% of children and 46.1% of 16-34 year olds watching non-terrestrial channels.

Lynne Robinson, research director at the IPA, said: “The latest quarter’s viewing data shows that the overall trends in television viewing are continuing. The most clear cut trend, as ever, is the continuing growth of digital penetration and non-terrestrial channel share.”

IPA: 020 7235 7020 www.ipa.co.uk